Author| Erdong Chen
Executive Producer| Wu Tian Ti
Men are teenagers until they die.
Because you really can't predict when and where their infantile disease will play out which question.
There is a scene in "The Man Who Does Housework 4" (hereinafter referred to as "Housekeeping Man 4"), IXFORM-Tang Jiuzhou is holding a basin of clothes to wash, and Li Wenhan, who is bored in the living room boxing with gloves, stops him.
IXFORM-Tang Jiuzhou has to work, Li Wenhan is bored and wants to play, one wants to end the conversation quickly, and the other tries his best to delay time.
Specifically:
Li Wenhan put the laundry bead in the hand of IXFORM-Tang Jiuzhou and said, "This is the pearl in your palm." Put boxing gloves and smart trash cans together, "This is called a family bucket." Then he casually picked up a piece of paper and soaked it in mineral water and pasted it on IXFORM-Tang Jiuzhou's hand, "This is only about you (paper is pasting you)."
There is being naïve.
But it's true to be deeply rooted in people's hearts. After reading this issue, whenever I use a tissue, "I only care about you" rings in my ears again.
I have to admit that the implantation of variety show scenes is still a good field for content marketing.
"The Man Doing Housework" came to the fourth season, the previous "family reality show + studio observation room" model became "housekeeping college reality show", the type of life service is more drooping, in the collision between men and housework, the brand's customized grass planting plan, temperament is more and more distinct.
01
Stories shape brand characters
Watching "Housekeeping Man 4", you can deeply feel the characteristics of male consumption, in general, it is to buy things and go straight to the destination, look at the goods without entanglement, and pay attention to the functionality of the items. Also, you never know what will turn into their toy.
Du Chunwei Daxun and his party first arrived at the Home College, wanted to add daily necessities, went to the Jingdong commissary to buy things, heard that Jingdong cream paper was making a special price, entered the door and went straight to the shelf, took it and left.
More professional narratives such as water-lockable and creamy performance are "soft, watery, not dry" when it comes to boys.
The words are not rough, and the essence and advantages of the product are explained simply and clearly.
The two steps of content marketing from activating the user's attention to explaining the brand's role with content are completed in a small bridge in "Housekeeping Man 4".
In addition to product performance and use experience, the short story of housekeeping men visiting Jingdong commissary to buy cream paper is a hedge between boys' reactions and toiletries.
There is no doubt that cream paper is a magical paper in the eyes of boys, after all, it is not difficult to see from their eager appearance that before this, they did not expect that a piece of paper could contain cream!
The "exquisiteness" of cream paper meets the sense of use of boys' "soft points", and the richness of paper connotation and the poverty of boys' vocabulary have a hidden comedy effect, which can enhance the audience's memory of the product.
You will find that when the object becomes a tool to enhance the character of the protagonist, the character is also feeding back the brand character.
The three-winged bird wisdom brain screen was implanted in a health class of "Housekeeping Man 4", and the teacher introduced the function, saying that it can take care of the elderly at home, at this time, the main feature of the smart screen is convenience, and there is social care for the elderly under convenience.
Wu Dajing further demonstrated the function of switching lights on and off and pulling curtains through voice control, and every time he finished an instruction, while the smart screen was operating, he looked around at other people, as if he was saying with his eyes: It's fun, it's easy to use, praise me.
The product function is displayed, and the extended role is also - the smart screen is a home helper for some people, and a big toy for others. The combination of the two is an interesting life assistant.
The original intention of smart home is to make life more convenient, and when it becomes a narrative element that advances the story, the image of service-oriented products will become more vivid.
Consumer society often underestimates men's ability to shop and grow grass, but in fact, their straightforwardness, simplicity and efficiency, in the era of faster and faster, have the potential to become a new customized grass planting program.
Nowadays, searching for "Housekeeping Man 4" on grass platforms such as Little Red Book, you will find that many viewers say "this variety show is a good shopping cart".
In addition to cream paper, the aforementioned smart trash cans, laundry beads and other products have successfully carried variety stories into the audience's sight and into the audience's homes.
02
A coherent narrative promotes the transmission of brand emotions
The natural narrative field of variety shows allows brands to enter the story space as characters, and the effect achieved is not only image output.
In fact, in the past few years from the development of traditional media to Internet media, the relationship between brands and users has long changed from one-way output of brands, and users are receivers, becoming brands and users in communication to shape brand image.
To put it bluntly, the more we are in the era of decentralization, the more brand marketing should pay attention to the sense of user participation, and emotional symbols outside of function are the key to converting one-time users into sticky users.
To communicate with users to promote emotional fermentation, it takes not only a story, but also time.
Here we have to mention the tension of the growth narrative. When we watch a 15s video, the content may be shocking and novel, but limited by the duration, the impact of the content in the user's mind dissipates quickly.
And when we watch a program with a fixed narrative subject and narrative coherence, the characters' experiences will form psychological resonance with the audience off-screen.
The audience is a witness to the story, and when the content of the story moves the audience, the audience becomes an emotional participant.
The college field of "Housekeeping Man 4" has its own subtext of "rookie learning", and character changes are indispensable in this, which further gives the brand space to communicate with users.
When a group of houseworkers first entered the housekeeping college, they were in the stage of waiting for education, both from the level of consciousness and ability.
At the beginning, they took it for granted to choose a dormitory, only looked at the overall environment after entering the house, and did not even realize that there were any necessities for life, and they did not remember that there was no pillow on the bed until they went to bed. Not to mention adding some cleaning utensils to the house.
"Make do" is the overall state of domestic servants at the beginning, but after the training of the domestic service college, in the later stage, they become "alive in the eyes" and improve their autonomy and initiative.
Typical example, when he first entered the home school, Wei Daxun went to the supermarket, only to shout "Dad and dad, borrow me a coin", and later went camping, and already had the awareness of helping his father wash clothes.
In it, Mystery Enzyme Laundry Detergent is not only a tool to make clothes clean, but also an emotional witness and character growth witness.
In the variety show scene, while the characters carry out consumption demonstrations, the emotion of people progresses from person to person, and the emotional value of the product is output incidentally.
In the same way, in "Housekeeping Man 4", Zongguan Jingdong not only plays the role of convenient services in life and shopping, Jingdong commissary provides daily necessities, and the gacha machine adds fun to daily life, which has a subtle impact on lifestyle and thinking concepts, accompanying the whole process.
Variety shows have their own values. Based on the social topic "Do or Not Do Men Do Housework", "Houseworkman" shows the state and characteristics of men in family life, and has developed from observers to educators through the four seasons. In it, the male role gradually changes from the object of debate about "whether to do housework" to the subject of further housework.
The powerful values exported under this are the deep concern for women in family life.
When brands choose to work with "Housekeeping Man 4", the variety show's own values and the social care transmitted by the variety show in turn become part of the brand's value proposition.
In addition to functional display and emotional witness, the social care of variety shows has also become a display of the brand's sense of social responsibility.
When planting grass transcends functionality to transmit heavier value, the impact on users is no longer a single consumption impact that is momentarily cool, but a value recognition that touches the mind.
03
Multiple scenarios to broaden the brand space
For brands, the scarcity of consumer attention, the more attention must be both captured and values exported.
To make the audience notice, a lot of exposure is the basic exercise. It seems that it can be achieved by capturing the visual attention of users on various platforms, but allowing users to see the product can be connected to the usage scenario, and it still depends on the adaptation field.
In "Housekeeping Man 4", the three-winged bird is almost everywhere, but in the vertically subdivided adaptation field, from the washing area to the kitchen, the whole house intelligence is appropriately exposed and does not make the audience feel too much or too full.
Reasonable visual appeal combined with real-life scenes is a silent output of the brand.
The housekeeping scene is naturally friendly to home appliance brands, and the three-winged bird has reserved a seat for the fourth season at the end of the third season of "Housekeeping Man".
In "Housekeeping Man 4", the suite made of Dongpeng tile slate is a French light luxury style, the classroom is a wabi-sabi style, and the completely different style under a good aesthetic shows the visual plasticity of the product.
Whether it is a variety of just-needed supplies in the housework scene that constantly expose and activate the user's attention, or a home decoration as a background board to present a good aesthetic, it can subtly stimulate consumers' enthusiasm for copying.
On the grass planting platform, some users said that while watching variety shows to learn life skills, various furniture and good things were planted. Many users expressed their hearts about the wabi-sabi-style and French light luxury style of home decoration created by Middle Eastern Peng tile slabs in "Housekeeping Man 4".
The lifestyle and life concept transmitted by variety shows will have an impact on the audience, but in addition to timely exposure under suitable scenes, another imagination of brand linkage variety shows to do long-term narratives is to expand the multi-scene brand space with solid and long content.
To put it simply, variety show implantation is the first stop of brand content marketing, in addition, video platforms and program content help brands expose from multiple angles and scenes, which is the imaginative extension of brand implantation.
During the hit of "Housekeeping Man 4", Wu Dajing and IXFORM-Tang Jiuzhou formed the housekeeping version of Haier Brothers, and the brand can use the artist's real and Q version images to make housework notes and housework scene drawings in variety shows, and do holiday marketing outside variety shows.
Variety marketing in iQiyi starts with content, but is not limited to content. When brands are launched, it is expected to achieve the result of 1+1=2 linkage with content, in fact, there is adaptability between brands, and the platform will release more influence through matchmaking.
For example, during the Jingdong Clean Carnival event, iQIYI set up a participation button in the program, and users can click the screen advertisement to jump to the special page of the Jingdong station to purchase the same housekeeping artifact of the program, realizing the complete marketing grass link of watching-clicking-jumping-buying.
For another example, the fantastic linkage between Ao Miao and the three-winged bird outside the program, the platform promotes the cooperation between the two brands to live broadcast, and while completing the second appearance in social media, the machine washing integration is a win-win situation for the three parties.
When the audience is watching a variety show, it's not just watching a variety show.
Some people are particularly interested in a guest on the show and will go to see more content from the people who follow. For example, video aggregation/film listing/popular science; Some people are obsessed with details and the stories behind them, and it is essential to watch the tidbits and discuss topics on social platforms; Some people are interested in the theme of the program, and after watching the feature film, they will make up for relevant knowledge, skills, and program highlights; Some people are not addicted to watching a show, and will look for variety shows with the same theme and interests.
This provides more marketing scenarios for brands.
The concept of life transmitted by the variety show is in line with the value proposition conveyed by the brand, and the brand highlights different characteristics in different scenarios, which is not only conducive to brand image building, helping to create a personalized and healthy personality, but also establishing more communication channels for the brand and the audience.
For the brand, the consumption scene that comes with variety shows is to write good notes on species and grass, but planting grass is not only a function, but also a value.
As the key station of brand content marketing, variety show marketing is the starting point, but the imagination of the scene has no end.